LeBron James Gets into the Energy Business with Dissolvable Caffeine Strips
LeBron James wants to be respected just as much in the boardroom as he is on the ball court, but his latest business venture doesn't seem like a sure slam dunk. A business co-founded by James introduced a line of disolvable strips that pack as much caffeine as a cup of coffee today. Sounds like a recipe for health controversy, but James has also lined up the New York Knicks' Amare Stoudemire, the Baltimore Ravens' Ray Rice, and rappers Drake and Pitbull to help roll out the product.
Sheets energy strips seem to be akin to those dissolvable breath freshening strips you place on your tongue, except they happen to contain tons of caffeine and a few vitamins. The strips are being produced by Purebrands LLC, a company co-founded by James and his business partners Maverick Carter, Warren Struhl and Jesse Itzler.
According to Sports Illustrated, James has been using the strips to help prepare for his recent games with the Heat.
"I've tried tons of other products in the past and none compare,'' James says.
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A $10-million marketing push involving LeBron and the other celeb faces is planned, and the product will be available in America next month and around the globe by year's end. Packs of four are expected to sell for $2.95.
Though, the buzz around caffeine packed products isn't always so good. Products like Red Bull, 5 Hour Energy, and the alcohol-infused Four Loko have all generated controversy over possible health effects. The fact that James' product delivers tons of caffeine in a simple strip could generate more controversy. Then again, all of those products sell like gangbusters, so perhaps it is a good business move on the King's part.
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